In 2015, Addison helped reposition iStar Financial to reflect its expanded capabilities and investment activities. A new circular logo and website expressed iStar's uncommon insights and original solutions, using white space as a metaphor for opportunities. The simplicity of the new brand is a moment of clarity in a cluttered marketplace.View project
iStar + Addison
Addison has partnered with iStar Financial for more than 17 years, helping to bring a unique style and sophistication to the company and its brand. Addison has refreshed the brand twice, launched two websites, and produced award-winning annual reports that stand on their own as innovative thought pieces.
To help illustrate iStar's new "uncommon" positioning, Addison chose inspiring, unusual images of panoramas and open skies to suggest untapped opportunities. The new positioning highlights iStar's contrarian point of view as well as its creativity, diligence, and integrity in dealing with partners, lenders and borrowers.View project
iStar made significant progress against its strategic goals in 2016. In contrast to the previous year's conceptual, brand-driven approach, Addison brought the design down to earth, setting numbers into building materials to communicate the delivery of concrete results.View project